Valeo Confectionery has launched a new product, XXX Softmints, in response to consumer demand for the XXX brand’s mint flavour, but in a new, softer format.
The XXX Softmints have been specially formulated to deliver the same peppermint flavour the original XXX Mints are known for, in a chewy format to create a soft in texture, yet strong in flavour mint.
Valeo has created the product to strengthen the current offering of soft mints in the confectionery market, following consumer feedback indicating alternatives are often too weak in flavour, or too brittle in texture.
Russell Tanner, marketing and category directory at Valeo Confectionery, said: “We regularly innovate to meet new consumer demand and this insight-led NPD is perfectly timed to capitalise on the decline of chewing gum and the uptick in soft mint sales (a £37m market according to IRI data).
“Our modern twist on the classic, strong mint flavour offers something new for loyal consumers who have loved the mints for the past 30 years, as well as opening them up to new audiences. We’ve created a product we’re proud of that we know our customers will love.”
The launch of XXX Softmints is supported by a marketing campaign designed to highlight the strong flavour and soft texture of the sweet. The campaign encompasses influencer activity, media relations and national competition activity, and asks consumers about the strong softies in their life – outwardly tough people who aren’t afraid to show their soft side.
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